Marketing Control. Management is all about Planning Executing Control.
-
Upload
dennis-malone -
Category
Documents
-
view
212 -
download
0
Transcript of Marketing Control. Management is all about Planning Executing Control.
![Page 1: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/1.jpg)
Marketing ControlMarketing Control
![Page 2: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/2.jpg)
Management is all aboutManagement is all about
• Planning
• Executing
• Control
![Page 3: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/3.jpg)
Marketing OrganisationMarketing Organisation
• Functional
• Geographic
• Product/Brand management
• Market Management
• Matrix
![Page 4: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/4.jpg)
Any strategy is as good as its Any strategy is as good as its implementationimplementation
![Page 5: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/5.jpg)
Marketing ImplementationMarketing Implementation
is the process that converts plans into assignments, which after successful
achievement accomplishes the plan’s stated objectives
![Page 6: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/6.jpg)
Marketing ControlMarketing Control
• Budget
• Profitability
• Efficiency (Productivity)
• Strategic
![Page 7: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/7.jpg)
Budget ControlBudget Control
• Measurement of results against monthly/quarterly budgets (goals)
• Reasons for deviations (variances)
• Remedial steps to be taken to close the gaps
• between performance and goals
• Review performance in the next month/quarter and assess results
![Page 8: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/8.jpg)
Benchmarks for EfficiencyBenchmarks for Efficiency
• against last year• against budget• against targets
• % growths• % variances• % market share
![Page 9: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/9.jpg)
Marketing ExpenseMarketing Expense
• Sales Force• Advertising• Sales Promotion• Market Research
• Sales Administration• Public Relations• Direct Marketing
![Page 10: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/10.jpg)
Financial AnalysisFinancial Analysis
• RONW - Net Profits/Net Worth profit margin *asset turnover*financial leverage
• Increase margins by increase in sales or reduction in costs or both
• Increase asset turnover by increasing sales or reducing the assets (inventories, debtors) against a given level of sales
![Page 11: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/11.jpg)
Market based scorecard analysisMarket based scorecard analysis
• Customer Analysis
• Stakeholder Analysis
![Page 12: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/12.jpg)
Profitability ControlProfitability Control
• 80 : 20 rule
• Product rationalisation
• Customer rationalisation
• Costing Analysis
![Page 13: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/13.jpg)
Efficiency ControlEfficiency Control
• Sales force efficiency
• Advertising efficiency
• Sales promotion efficiency
• Distribution efficiency
![Page 14: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/14.jpg)
Sales force EfficiencySales force Efficiency
• No. of calls per salesperson per day
• Average revenue per sales call
• Average cost per call
• Average call time per call
• No. of new customers per period
• Sales force cost per unit sales
![Page 15: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/15.jpg)
Advertising EfficiencyAdvertising Efficiency
• CPT
• Before and after measure of attitude towards the product
• No. of enquiries per ad
• Cost per enquiry
![Page 16: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/16.jpg)
Sales Promotion EfficiencySales Promotion Efficiency
• % sales sold on ‘promotion’
• Display cost per sales rupee
• % coupons redeemed
• No. of enquiries resulting from a demonstration
![Page 17: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/17.jpg)
Distribution EfficiencyDistribution Efficiency
• Time taken to execute orders
• % order executed
• service levels
![Page 18: Marketing Control. Management is all about Planning Executing Control.](https://reader036.fdocuments.in/reader036/viewer/2022072005/56649cd65503460f9499dcd1/html5/thumbnails/18.jpg)
Other Control MeasuresOther Control Measures
• Marketing Effectiveness Review - customer philosophy, integrated marketing organization,
adequate marketing information, strategic orientation and operational efficiency
• Marketing Audit - comprehensive , systematic, independent and periodic
review of a company’s business environment, objectives, strategies and activities with an idea to identify areas of weaknesses and recommend a plan of action to improve on such areas.